Lifestyle Boutique + Fit Studio Lead Charge to Revitalize Del Mar Plaza

I’m a native of Los Angeles, but during my childhood I traveled down to San Diego often for softball tournaments. One place I remember extremely well is the Del Mar Plaza. I recall the market that sold all sorts of healthy snacks and fresh produce, and then there was a really funky store that had bedazzled clothing and funny gifts. So when Lee and London received a call that some women were opening a boutique at the Del Mar Plaza and were looking for PR support, I was totally on board!

When I arrived at the plaza, I could tell it wasn’t the same. The breathtaking views were still there but so much was gone. What was once the bustling focal point of Del Mar had changed from what I recalled as a teenager. When we sat down with our client, we learned the plaza had been neglected for years by owners who didn’t even live in the country. In 2017, Patricia Brutton and her husband Marc decided to change that and purchased the plaza, putting it under local ownership for the first time in 20 years.

Patty Brutton was on a mission to breathe life back into the plaza and restore it to its former glory and then some. But she wasn’t going to wait around for the types of businesses she wanted to come in, so she decided to open one herself. With the help of a couple of lifelong friends, they opened Sea Biscuit Del Mar, a boutique offering the latest in fashion trends, gorgeous gifts, personal styling and more.

In addition to the boutique, Kim Kelly Fit Studio was also going to be moving in. Kim is a well-known local trainer who had been traveling up and down the coast for over 10 years packing and unpacking her car for classes, bringing the fitness to her clients. Well it was finally time for the clients to come to her.

With two trendy businesses moving into the Del Mar Plaza, we decided our angle to the press would center on the revitalization of the plaza with Sea Biscuit and Kim Kelly Fit Studio leading the way. This was a textbook local press campaign.

Our quick three-month campaign produced media hits with a majority of our targeted press outlets.